You certainly don’t need me to remind you that all marketing is far more about people than it is about things. So the more you understand and truly do love people, for each is fascinating, the better equipped you are to market to them. You’re fairly well-equipped already because you’re a person, so you have a lot in common with your target audience.
But the real insight is that you’ve also got to have a lot in common with successful guerrilla marketers. You’ve got to have the ten character traits that every last one of them exhibit:
- You must be patient enough to allow your marketing to take hold and soar. It doesn’t happen overnight, but it does happen if you’ve got the fortitude to hang in there. Most business owners just don’t have it.
- You must have the imagination to use the media to their best advantage, to see how technology can help you, to face up to the marketing clutter and create ways for your message to come shining through.
- You must have the sensitivity to see things from your customer’s point of view, from the perspective of your competitors and from the inside of the mind of your prospects. The more sensitivity, the more profits.
- You need the ego strength to stand up to the people who love you, but give the worst marketing advice: your co-workers, employees, family and friends. They tire of your marketing long before your audience does.
- You need the aggressiveness it takes to utilize a wide range of weapons and out-market your competition. In l998, U.S. businesses invested 4 percent of gross sales in marketing. You are more aggressive than that.
- You need the desire for constant learning that will keep you strategically positioned in the marketing arena. Marketing options are changing faster than ever. Unless you’re keeping up with them, you’re falling behind.
- You’ve got to be generous with a penchant for giving things away for free if they can help your customers, especially imparting information. Giving opens wide the conduits through which getting flows.
- You’ve got to be energetic because of the constant attention required by marketing — attention to maintaining, tracking and improving it regularly. Only high energy people can devote the proper attention.
- You got to be a people person because that will put you closer in touch with what’s on the mind of your target market. Many business owners are oriented to things and ideas more than people, but people are your interest.
- You are always able to maintain your focus because diffusing it results in weakening your marketing. It is difficult to stay concentrated in the face of daily distractions and temptations, but your focus will be a potent ally.
Score each of the 10 attitudes above on a scale of 1-10 (10 means you do this extremely well). Choose three of your lower scores to focus on this week. Ask yourself: What specific actions would I have to take to increase these scores right away. Then take it!
Jay Conrad Levinson
The Father of Guerrilla Marketing
Author, “Guerrilla Marketing” series of books
Named one of the 100 best business books ever written
Over 21 million sold; now in 62 languages
PS: You’ll never enjoy learning more than at the next Guerrilla Marketing Intensive. To learn more about it Click Here